By Nikola Jachanova

When Tim Berners-Lee invented the World Wide Web 30 years ago, no one could foresee the myriad of ways people and organizations are communicating today. We asked Tobias Egmose, Chief Advisor at the digital full-service agency Campfire & Co, to spill his guts about the future of communication from an organizational point of view.

As people share everything from résumés to political views to their DNA information, the Web has become more powerful, more valuable, and potentially more dangerous than ever. That creates a need for organizations who take it on them to communicate responsibly. But how?

“It’s not only a matter of communicating responsibly, it starts with acting responsibly. Increasingly, communication is driven by purpose. The pitfall here is if you communicate something but actually do things differently. Everything becomes more and more transparent, so you need the purpose you communicate to come from within. For some, it’s in their DNA and others have to work towards it. This is how you stay trustworthy, relevant and unique for your audience. In essence, show it – don’t just tell it. Look towards smaller companies like Superstainable. They started out by making a CSR strategy and then made their product subsequently. Their purpose is the core of their company. This type of young companies pop-up increasingly.”


If you’re curious about digital communication and you would like to learn more about customer journey, SoMe strategy and storytelling, sign up for an event organized by Campfire & Co on May 8, where Tobias Egmose is one of the speakers.


Can organizations use digital communities in a positive way?

“When digital media came around, companies jumped to be online. However, as consumers we don’t just want companies to be accessible online – we want a real presence. With all the possibilities of digital communication, a classic marketing mindset simply limits your endeavours. You need to take your communities seriously and engage with them – they expect you to. Use your communities actively don’t just push communication to them.


Which skills should the future communicator have?

“These years an interesting division between specialist and generalist is emerging. A customer journey becomes increasingly complex. We get more and more media channels; the entire distribution is becoming more complex. This complexity makes general and strategic skills essential. At the same time, you need to be specialised within a specific field in order to execute things properly. There’s a tendency for communicators to get stuck in conversions and optimisations. We forget about the good story and the creative angle which is what makes communication unique and interesting. Relating it back to purpose, you must remember who you are in the core and communicate from that.”


About Campfire & Co

Campfire & Co is a full-service digital and advertising agency based in Aarhus. Their services include graphic design, social media, digital, web and strategies. This year, they celebrate their 10-year anniversary. Their long list of clients includes NRGi, Danish Crown, Musikhuset Aarhus, Stoff & Stil and Erhvervsstyrelsen. They are also the creator of IWDKs website. Make your way to their cool office space during IWDK2019, as Campfire & Co invites everyone inside. Find the event on